Beauty and Personal Care in Lithuania

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Beauty and personal care growth rates are slowing down

Lithuania’s beauty and personal care market is steadily evolving, although many categories have already reached saturation point. Volume growth is expected to remain relatively moderate during the forecast period. Competition in the industry is intense and this means that the majority of players are attempting to boost their market shares via heavy price discounting strategies, which is putting a lot of pressure on the average unit price growth and suppressing value growth.

Premiumisation a major feature of beauty and personal care

Due to the stable economic climate in Lithuania, disposable income levels increased in the country in 2016. Consumers are becoming more confident in their expenditure and demand is rising for more sophisticated and advanced products, with consumers shifting towards more expensive, premium product segments. In response, manufacturers continue to invest in the development of new products, new formulas and various value-added benefits.

Beauty and personal care remains a highly competitive market

There are numerous strong manufacturers and retailers operating in beauty and personal care in Lithuania, with multinational companies leading sales. L’Oréal Baltic SIA and Procter & Gamble Services LT UAB operate under numerous brand names across the majority of beauty and personal care categories. Moreover, companies present in the industry continue to benefit from heavy investment in new product development as well as aggressive promotional campaigns. On the other hand, local manufacturer Biok UAB is an emerging competitor which is demonstrating healthy gains. As a domestic player, the company enjoys higher than average customer loyalty, while at the same time offering products which represent good value for money.

Innovative products are in high demand

Beauty and personal care in Lithuania saw a high number of new product launches and line extensions towards the end of the review period. The most significant launches in the industry in 2016 included the adaption of new formulas in anti-agers, while new ingredients were seen in face masks and new scents and combinations of scents were seen in fragrances. The increasing demand for more sophisticated products and the growing awareness of product ingredients has encouraged many consumers to test new products. Moreover, the premiumisation of beauty and personal care continued to boost sales of pharma-based brands and their products in 2016.

Sales in beauty and personal care set to grow at a moderate but healthy pace

Over the forecast period, beauty and personal care is expected to generate growth at a slower pace than what was seen during the review period. Manufacturers and retailers alike are set to continue competing through strong price discounting activities, hampering the overall value growth potential of the category. On the other hand, the increasing purchasing power of local consumers is set to support increases in demand for more advanced products, thus extending sales in the premium segment. A further expansion of pharmacy-only brands is also expected to be seen during the forecast period.

Files are delivered directly into your account within a few minutes of purchase.